KUALA LUMPUR: To help combat the Covid-19 pandemic, Italy has joined hands with its Malaysian partners to promote a healthy eating lifestyle.
The effort is via a two-week roadshow called “Eat Healthy, Taste Italy”, that kicked off on Sept 21, which showcases authentic made-in-Italy food and beverage products at the Atrium of the Intermark Mall Kuala Lumpur.
Italian trade commissioner, Dr Samuele Porsia said the roadshow was essentially to bring the colours and flavours of Italy to the dining table of Malaysians, by guiding consumers and stakeholders on the quality and authenticity.
He added, it also served as a platform to educate and inform Malaysians and the general public on the health benefits of consuming Italian gourmet that utilises various health-beneficial ingredients, spices and flavourings.
“We took into consideration the apprehension of people wishing to go out for a meal at eateries, following the Covid-19 pandemic.
“Now, they can learn via this roadshow the various culinary experience of preparing their own healthy meals at home by obtaining the recommended and affordable mediterranean-based ingredients that are popular among a healthy Italian community.
“Italian cuisine is not just about eating pizza! Our culture is famous for our food where craft, quality and flavour reign supreme.
“Visitors can sample and purchase a variety of of our authentic gustatory products like olive oil, balsamic vinegar, pasta, parmesan cheese, ground coffee, chocolates, pastries, ready-to-eat meals, jam, truffle, dairy and other freshly-flown-in produce (vegetables like black kale, mesclun, mache, radicchio rosso, onion boretana, fennel and cactus fig),” said Dr Porsia during a simple launch ceremony officiated by Italian ambassador, Cristiano Maggipinto.
The roadshow was held in collaboration with the Italian Trade Agency, Jaya Grocer, the two largest Italian food importers – Global Pacific Victory (M) Sdn Bhd and Euro-Atlantic Sdn Bhd – and Pavilion REIT Malls.
Dr Porsia said, the authentic Italian food fare, including the popular Pastificio Granoro pasta and Galban cheese, would also be promoted in-store at seven participating Jaya Grocer outlets in the Klang Valley.
“This to date is our first and largest campaign to promote made-in-Italy food and beverage to the masses in Malaysia, so that they can share the joyous Italian way of life.
“The message is promoted across multiple media platforms like newspapers, blogs, e-newsletters, radio stations and popular lifestyle key opinion-influencers,” he said.
Dr Porsia added that there were 15 Italian food and beverage restaurants and importers in Malaysia.
Last year, he added, Malaysia had imported 58 million Euro worth of Italian food products recording a growth of 24 per cent as compared with the previous year. It included 6 million Euro worth of beverages.
This, he said, was part of the 126 Italian companies here that were involved in small-and-medium industries, chemicals, rubber, wood, crane, fertiliser, microelectronics, freight forwarding, packaging, insurance, automobile and aerospace industries.
“According to the Malaysian Investment Development Authority, a total of 77 projects with Italian participation, amounting to 300 million Euro, have been implemented within the country from 1980 to 2019, creating over 4,600 jobs.” Dr Porsia said.
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